Market-back approach to the design of integrated communications programs: a change in paradigm and a focus on determinants of success
Article Abstract:
A 'market-back' process for designing coordinated, effective integrated marketing communications (IMC) programs and organizational structures can increase the probability of success of such programs. It is a four-pronged process which begins with viewing the customer and the value added by communications and puts emphasis on continuous feedback from the market as a guide to managing structures, systems, procedures and information flows. Four misconceptions about the development of integrated communications, which may diminish their effectiveness, are also identified.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1996
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Effects of using a nonverbal (musical) cue on recall and playback for television advertising: implications for advertising tracking
Article Abstract:
The nonverbal (musical) elements of television advertising were analyzed in terms of its recall and playback effect. Utilization of dual coding approach revealed that majority of responses elicited from nonverbal (musical) cue tend to be image and visual related. Such elements were also found to enhance the model predictive of consumer's consideration set of alternatives.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1998
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Integration of construct and external validity by means of proximal similarity: Implications for laboratory experiments in marketing
Article Abstract:
The concept of proximal similarity is applied to issues concerning the effective design of laboratory experiments in marketing. It is argued that proximal similarity is particularly crucial to applied science, such as marketing, and hence various suggestions on how the validity of laboratory experiments in marketing can be improved is provided.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2004
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